Pure Gym founder backs Another Round to make personal training more affordable

Personal training has always been expensive and relies on a model of in-person sessions in a gym. The World Economic Forum also recently released a study that reveals global downloads of fitness and health apps surged 46% owing to the higher adoption of online fitness training.

Recognising the shift in how consumers want to buy and experience personal training and to make it more affordable, London-based remote personal training app Another Round has roped in a six-figure investment from Pure Gym founder and former CEO Peter Roberts. Joining Roberts, Jacques de Bruin, ex-COO of Pure Gym and other ex-senior Pure Gym team members have also invested in Another Round.

The funding will help the startup to accelerate growth and revolutionise personal training by making it more accessible and smarter, driven by AI and machine learning.

Set up in 2018 by Max Cotton, an ex-professional MMA fighter turned fitness tech entrepreneur, Another Round uses proprietary AI for personal training, making it more accessible, convenient and effective. It offers training sessions in-app, with personalised guides and videos of all exercises, tailored to clients’ goals, equipment (gym or at-home), ability, injuries, and support from a dedicated coach. Another Round is £65 per month, equivalent to around £5 per training session, and you can cancel anytime. 

The company plans to capitalise on the growth of the online fitness market, projected to exceed $30 billion in 2026. Going forward, the virtual fitness business platform will build a team of coaches and advance its product capabilities. With a loyal consumer customer base and plans to enter the corporate market in 2023.

Max Cotton, founder and CEO of Another Round said: “We're here to give everyone access to personalised, highly effective workouts and trainers – transforming their physical health. Another Round was created to make health and fitness more accessible than ever before. We fit plans to a member’s lifestyle, not the other way round. This approach is why our members love us and get great results.”

Another Round uses AI to automate tasks, rather than jobs. And whilst other AI fitness companies are trying to replace human trainers completely, the company believes that working alongside and with AI is far more beneficial.

He added “We believe in the importance of a human relationship between trainer and member, with AI creating a collective intelligence that enables us to scale and facilitate exceptional results for our members.”

Peter Roberts, founder and ex-CEO of Pure Gym and investor said: “Now is the perfect time for Another Round to disrupt how personal training has traditionally been sold. Max’s background and attitude combined with the app’s member advocacy impressed me and I’m excited to be on the journey with them to build and lead the way in a new virtual fitness category.”